GOLD EXPRESSIONS 2008:
RESEARCH & TRENDS BRIEFING

World Gold Council conducts comprehensive consumer research programmes to ensure that its marketing strategies, together with those of its partners, are built on factual insights. In the past five years, World Gold Council has conducted a major two phase in-depth study in key international target markets to understand consumer attitudes and behaviours towards gold jewellery. In the first phase, key consumer segments were identified for gold, based not only on attitudes and behaviours, but also usage and values, enabling a psychographic model to be developed. The second phase built the understanding of the motivations behind women’s purchase of gold and competitive products. This has given World Gold Council an unprecedented holistic understanding of today’s gold consumer.

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Using this holistic understanding, WGC has developed a global communications platform – ONLY GOLD – which draws on the unique history, legends and traditions surrounding gold and transforms them into meaningful, contemporary messages for today’s gold jewellery consumer. Launched globally in 2007, the ONLY GOLD campaign draws on the special relationship shared by gold and humanity, one that has spanned the centuries from the dawn of civilisation to today. The allure of gold has inspired generations of men and women to go to great lengths in a quest to hunt it down, to horde it as wealth and to seek pleasure from it as an adornment. Its power connects people. The ONLY GOLD truths were the foundation of the Gold Expressions 2008 briefing.

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In addition to the WGC research and to ONLY GOLD, participants were briefed with trends forecasts by Future Concept Lab (FCL). FCL is a research institute that stands out on the international landscape as one of the most advanced research centres specialising in marketing issues and trends in consumption. FCL identified four major areas that illustrate the emerging trends in the fields of aesthetics, within which evidence could be found relating back to the ONLY GOLD truths. The following is a summary of the four identified areas:

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Spiritual Rituality: A search for simplification, which is the ultimate result of a sophisticated selection of the core values behind a product, an object, a ritual, a gold jewel. By taking off the superfluous and going to the “core” of the underlying meaning, the object acquires a divine nature.

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Legendary Stories: In the last few years, the worlds of fashion and aesthetics have also gone through a wide range of historical revivals. Heroes and mythical characters live a moment of extraordinary fame among an audience that is increasingly interested in bringing the “real life” of heroic figures to light.

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Radical Gender: “Female” aesthetics are going through the resurgence of a gender consciousness, a desire to freely express a physical sensuality and the multiple roles women undertake in modern western societies (as women, mothers, wives, managers, etc). The more classic icons of femininity (flowers, butterflies, high heels, prints of romantic inspiration), are being rescued and played with by women of all ages.

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Architectural Landscape: People are interested in wearing artworks that express a specific aesthetic point of view and that, through their shapes and powerful physical presence suggest the artist’s manufacturing processes, his/her “gesture” that signed the unique creation.